Entrepreneurship--A coaching strategy to sustain Division I-A Non-Revenue Sport Vitality

Abstract

Within the last decade, a trend of men's non-revenue sport cuts has swept the collegiate athletics landscape in the United States leaving few athletic programs unaffected. Particularly hard hit has been the sport of wrestling. Much of the blame for the program discontinuation movement has been levied at Title IX, and in particular its "proportionality" prong of the three-part compliance test, and for a good reason. A growing body of literature, however, supports the conclusion that Title IX does not in any way require or support the cutting of sports (U.S. Department of Education, 2005), and the amount of cuts are due to irresponsible spending in big-time revenue producing sports and the 'arms race' that is increasing the amount of expenditures at rapidly escalating rates (Knight Commission, 2004). Due to the Title IX phenomenon, escalating costs, and subsequent losses in major sports over the last decade (NCAA, 2005), many athletic departments have significantly pinched the budgets of their non-revenue sports. Due to this squeeze, amid the ever-looming threat of program termination, some coaches have taken the pursuit of increasing demand into their own hands. These coaches have become proactive in recognizing and exploiting value-creating opportunities for their programs by sustaining funds and additional community support to supplement athletic department budgets. The purpose of this study is to explore this phenomenon; specifically, to examine the perceptions and influences of coaches in achieving sustained viability of Division I-A wrestling programs. After empirical analysis using a multiple-embedded case study with the use of survey, and a theoretical foundation based upon Adam Smith's classic economic theory, which stands as the basis of the theory of resource allocations, the following five conclusions have been developed. 1. Financial and gender equity considerations are the chief concerns in sport discontinuation decisions 2. Coaches and athletic directors have significantly different views on discontinuation criteria 3. It is becoming more important for coaches to be entrepreneurs for their programs 4. Coaches can enhance their program's chance of vitality through "Complimentary Entre-lationship Promotion" 5. Wrestling coaches should be held moderately accountable for their fan base and revenue.